Shopping Cart Blues

How to limit shopping cart abandonment on your site

---Shares

March 27, 2003

If you offer goods via your Web site, regardless of what type of
shopping system you devise, you have a primary role to honor. You
need to ensure that you give the customer the opportunity to
receive a running total at any moment with a single mouse click.
Customers want and need to know how much is in their shopping
carts, and they have to be able to do this with the greatest of
ease. Otherwise, they may become uneasy.

Studies show that when customers begin to fill shopping carts
online, they are much more inclined to abandon their purchases than
through any other ordering mechanism, such as ordering by catalog,
over the telephone, via fax or in a retail store. It is all too
easy to abandon an online purchase. Also, some customers are only
testing the waters to see how the shopping mechanism works.

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